Digital Enterprise Architecture Transformation for Future Service Station

Abstract

At present, service stations in Thailand comprise of various sub-businesses namely refueling service, restaurants, automotive repair and maintenance. It is also expected that motel business would be a popular trend that would be introduced in service stations. In the future, there are tendency that more other new businesses would be developed in order to allow service stations to be comprehensive vehicle rest area. Nonetheless, it can be observed that all sub-businesses in service stations are related with one another in the form of common customer membership system. The connections between financial activities of each business would be analyzed for marketing strategy development, such as promotions to facilitate new businesses by promoting and increasing brand loyalties to sub-businesses in service stations. Therefore, the researcher applied Enterprise Architecture (EA) framework for service stations for the project. EA framework for service stations has been designed based on EA concept and Digital Transformation (DX) and statistical analysis and applied to design in accordance with the service station business models. The objectives are to determine approaches to present EA framework for service stations in the future, which can be studied through the example of membership system project in service stations elaborated in this research.